Jägermeister enlists legendary Berlin bouncer for new ‘home bar’ promo via Connecting Plots
Jägermeister have launched a ‘home bar’ promo so good they’ve put a legendary Berlin bouncer at the entry.
It’s a well known fact that the best bars are the hardest to get into and always have the toughest bouncers on the door. And the new Jägermeister ‘win a home bar’ promo, valued at $10K, is so good, it only makes sense it too should have a bouncer on the door. That’s the simple thinking behind the new campaign by Connecting Plots, which enlisted Frank Künster, legendary Berlin bouncer to front the promotion.
Frank Künster is a bouncer, club owner, film producer, and actor and is well known for his involvement in the explosion of the Berlin nightclub scene following the fall of the Berlin wall.
In an interview with Complex, Künster was asked how to get past the toughest doormen in Berlin to which he replied “with the bouncers, it’s totally irrational. They look at you, and when they’re in a good mood, they let you in. And when they’re not, you’re going to be refused.”
The promotion, which gives people the chance to win a custom home bar set-up worth $10K is aimed at increasing sales of Jägermeister classic and driving off-premise trial with consumers being encouraged to enter through neck tags on Jägermeister bottles as well as through digital and social.
Says Ollie Dickson, marketing director for Brown Forman: “Your very own custom-built bar with a Jägermeister tap machine is the perfect excuse to throw a house party. With consumption habits shifting towards the home occasion, this is a perfect opportunity to reframe Jägermeister as the drink for these moments.”
Says Dave Jansen, co-founder of Connecting Plots: “There’s a very timeless insight in this idea that everyone can enjoy. Frank make’s the promotion fun and interesting which will help it get the right kind of attention”.
The campaign is now live across in-store, digital and social. Entries are open at jager-au-win-at-home.herokuapp.com
Client: Brown-Forman Australia
Marketing Director ANZPI: Ollie Dickson
Innovation Manager: Jessica Osborne
Marketing Manager – Emerging Brands: Marisa Murray
Web Architect: Norberto Tongoy
Agency: Connecting Plots
Co-Founder / CEO: Tom Phillips
Co-Founder / Creative Partner: David Jansen
Head of Integrated Planning & Strategy: Tim Collier
Creative Director: Chris Johnson
Senior Art Director: Scott Sparks
Design Director: Joe Davies-Griffith
Senior Designer: Kubi Vasak
Senior Motion Graphic Designer: Victor Rodriguez Rivero
Senior Integrated Producer: Bonnie Ledsam
Integrated Producer: Monica Dombrovskis
Account Executive: Mikayla Henderson
Media: Starcom Australia
Client Service Director: Andrew Vaughan
Business Director: Mina Savjak
5 Comments
I remember chewing a bunch of clarky cat with Frank in the 90s, not to mention all the yellow bentines and triple sod.
It’s called the Berghain trainer, and it’s quite well known
“meh meh meh” it’s quite well known, meh meh meh”.
Nerd.
Am I missing something? It’s just a page with a “tell us in 25 words why you should win” form on it? I don’t get it. He lets anyone who can make up a date in. A total non-story and event.
This just pinched my Shatner’s Bassoon.